McDonald's blasts advertising cliches in new work for iced latte

Campaign spoofs well-worn tropes of TV, radio, press, out-of-home and social.

McDonald’s has launched a new instalment of its "We could" campaign for its coffee range, McCafé – this time promoting its latest launch, the iced latte.

Created by Leo Burnett London, it kicks off with a 30-second TV spot and will also include video-on-demand, press, out-of-home, digital out-of-home, social, radio and experiential activity.

In each case, the messaging will touch on the ways the brand could have advertised iced latte in that particular channel, but has chosen not to. In the TV ad, this includes depicting "a dramatic explosion of ice and coffee" and choosing to "linger on a single bead of condensation for way too long".

The work was written by Andrew Long, art directed by James Millers and directed by Us through Academy. The media agency is OMD UK.

The launch film for the McCafé campaign, which rolled out in March, spoofed coffee origin stories, hipster coffee artisans and abstract dance sequences.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content